Creative Strategy In Advertising

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CREATIVE STRATEGY IN ADVERTISING provides everything you need to be successful as an advertising professional in today's fast-changing media environment. Focusing on the idea that good advertising always starts with an understanding of people and an awareness of their needs, the text advances through the creative process step by step. It focuses first on the creative person, and then on strategy and problem solving. Complementing expert instruction with extensive examples of layouts and ad copy, this book gives you all the necessary tools to create winning advertising strategies.

Creativity: Unexpected but Relevant Selling Messages

Branding: Identity and Image Strategy

Diversity: Targeting an Ever-Changing Marketplace

Fact Finding: The Basis for Effective Creative Work

Strategy: A Roadmap for the Creative Team

Ideas: The Currency of the 21st Century

Words on Paper: Connecting To Consumers' Hearts and Minds

Layouts: Designing to Communicate

Radio: Can You See What I'm Saying?

Television: The Power of Sight and Sound

Direct Marketing: The Convenience of Shopping at Home

The Internet: The Ultimate Direct

Integrated Marketing Communications: Building Strong Relationships Between the Brand and Consumer